Perfect Pricing

The psychology of online prices

The right price• How much is too

much to charge?• How much makes

the item seem cheap?

• What is the maximum price people will pay?

Which is cheapest?

$197 $195$199

Which is the best price?

$166 $197$122

Price is everythingPrice Number sold Income

$197 10 $1,970

$166 15 $2,490

$122 13 $1,586

Odds and evens• Odd numbers feel smaller than even

numbers – 9 seems less than 8 when we look at it

quickly– we tend to round up even numbers but

round down odd ones, adding to the “low” feeling

Long and short• Vowel sounds influence size– Long vowels as in “nine” sound big– Short vowels as in “six” sound small

• Consonants influence size– Some consonants seem small – x, s, f– Other consonants seem bigger – b, c, d

Make them sound right• The sounds of your prices need a

combination of short vowels and specific consonants– Six (6) and Seven (7) sound better than

Five (5) or (9)– The numbers 1, 6, 7 are good price

numbers

Contact DetailsGraham Jones can help you use psychological tactics to improve

your website and your online presence

graham@grahamjones.co.uk

Tel: +44 118 336 9710

www.grahamjones.co.uk